Download SALESFORCE CERTIFIED MARKETING CLOUD CONSULTANT

Ce rt if ic at io n Ex a m Gu id e
SALESFORCE CERTIFIED
MARKETING CLOUD
CONSULTANT
Spring ‘17
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SALESFORCE CERTIFIED MARKETING CLOUD CONSULTANT
CONTENTS
About the Salesforce Certified Marketing Cloud Consultant Program ......................... 1
Section 1. Purpose of this Exam Guide........................................................................... 2
Section 2. Audience Description: Salesforce Certified Marketing Cloud Consultant . 3
Section 3. About the Exam .............................................................................................. 5
Section 4. Recommended Training and References ..................................................... 6
Section 5. Exam Outline................................................................................................... 7
Section 6. Sample Exam Questions .............................................................................. 10
Section 7. Answers to Sample Exam Questions ........................................................... 11
Section 8. Maintaining a Certification........................................................................... 12
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SALESFORCE CERTIFIED MARKETING CLOUD CONSULTANT
ABOUT THE SALESFORCE CERTIFIED MARKETING CLOUD
CONSULTANT PROGRAM
The Salesforce Certified Marketing Cloud Consultant program is designed for consultants
who have experience implementing Marketing Cloud Email Studio, Journey Builder,
Automation Studio, Content Builder, Contact Builder, and Marketing Cloud Connect in a
customer-facing role. The audience has proven experience with the administration and
configuration of the Marketing Cloud Email application, as demonstrated through successful
completion of the Salesforce Certified Marketing Cloud Email Specialist exam. This credential
is targeted toward the Marketing Cloud Consultant or Partner who has mastered the
implementation of Marketing Cloud by demonstrating implementation design best
practices, executing deployment of campaigns, and finalizing custom solutions for
customers. The Salesforce Certified Marketing Cloud Consultant is able to meet customer
business requirements that are maintainable, scalable, and contribute to long-term
customer success.
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SALESFORCE CERTIFIED MARKETING CLOUD CONSULTANT
SECTION 1. PURPOSE OF THIS EXAM GUIDE
This exam guide is designed to help you evaluate if you are ready to successfully complete
the Salesforce Certified Marketing Cloud Consultant exam. This guide provides information
about the target audience for the certification exam, recommended training and
documentation, and a complete list of exam objectives—all with the intent of helping you
achieve a passing score. Salesforce highly recommends a combination of on-the-job
experience, course attendance, and self-study to maximize your chances of passing the
exam.
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SALESFORCE CERTIFIED MARKETING CLOUD CONSULTANT
SECTION 2. AUDIENCE DESCRIPTION: SALESFORCE CERTIFIED
MARKETING CLOUD CONSULTANT
The Salesforce Certified Marketing Cloud Consultant has experience using the Marketing
Cloud Email application tools in executing both tactical and strategic email campaigns. The
consultant knows how to build email marketing campaigns, incorporating different tools
such as the content system, segmentation, automation, tracking, and analytics to make datadriven decisions to optimize customer email campaigns. The Salesforce Certified Marketing
Cloud Consultant is also able to troubleshoot and solve platform issues.
The Salesforce Certified Marketing Cloud Consultant generally has six months to a year
implementation experience and/or at least five complex implementation projects with
hands-on experience as a Salesforce Marketing Cloud Solutions Architect or similar expertise
implementing the Marketing Cloud Email application and associated tools. The Salesforce
Certified Marketing Cloud Consultant possesses facilitation and consultative skills at a
technical level.
The Salesforce Certified Marketing Cloud Consultant candidate has the experience, skills,
knowledge, and ability to:

Build personalized dynamic emails (AMPscript).

Incorporate different tools such as segmentation, automation, tracking, and analytics
to make data- driven decisions to optimize email campaigns.

Troubleshoot and solve basic platform issues.

Write basic SQL, including join statements.

Configure Contact Builder.

Build and activate an entry-level (simple) Journey Builder Interaction.

Utilize scripting for use in Email personalization (AMPscript, Guide Template
Language, Server-Side Javascript).

Configure account setup and administration (BUs, roles and permissions, profiles,
SAP, RMM, Users, subscriber filters, FTP).

Configure data (lists, data extensions, Contact Builder).

Manage unsubscribes.

Define and execute email data interactions (import, data extracts, file transfers).

Configure an automation via Automation Studio.

Configure a Triggered Send Definition.

Understand Web Service offerings.
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SALESFORCE CERTIFIED MARKETING CLOUD CONSULTANT

Understand Marketing Cloud Connect.

Invest time in studying the resources listed in this Exam Guide and the additional
required study materials provided by Salesforce.
A candidate for this exam is not expected to know Social Studio, Audience Builder, Predictive
Intelligence, Pardot, or Mobile.
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SALESFORCE CERTIFIED MARKETING CLOUD CONSULTANT
SECTION 3. ABOUT THE EXAM
The Salesforce Certified Marketing Cloud Consultant exam has the following characteristics:

Content: 60 multiple-choice/multiple-select questions*

Time allotted to complete the exam: 90 minutes

Passing score: 68%

Registration fee: USD 200; Retake fee: USD 100

References: No hard-copy or online materials may be referenced during the exam.

Delivery options: Proctored exam delivered onsite at a testing center or in an online
proctored environment. Click here for information on scheduling an exam.

Prerequisite: Salesforce Certified Marketing Cloud Email Specialist credential
*On occasion, Salesforce Certification may place a small number of unscored questions on
an exam in order to gather data on question performance. These unscored exam questions
are in addition to the 60 scored questions on your exam, and have no impact whatsoever on
your final exam score.
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SALESFORCE CERTIFIED MARKETING CLOUD CONSULTANT
SECTION 4. RECOMMENDED TRAINING AND REFERENCES
As preparation for this exam, Salesforce University recommends a combination of: at least
six months to a year implementation experience and/or at least five complex
implementation projects with hands-on experience as a Salesforce Marketing Cloud
Solutions Architect or similar expertise implementing the Marketing Cloud Email application
and associated tools, training course completion, Trailhead trails, and self-study in the areas
listed in the Exam Outline section of this exam guide.
To access the most comprehensive training list, download a copy of our Salesforce Guide to
Certification available here.
To enroll in instructor-led courses and launch online training from your Salesforce
application, click the Help & Training link in the upper right corner of the screen (requires
login) and search for the desired courses. Non-Salesforce customers can register for
instructor-led courses here.
Instructor-Led Training highly recommended for this exam:

Instructor-led course: Marketing Cloud Implementation Workshop (MCI-101)

Instructor-led course: Journey Builder 101 (JB-101)

Instructor-led course: Marketing Cloud Connect Essentials (MCC-201)
To review online Documentation, Tip Sheets, and User Guides – search for the topics listed in
the Exam Outline section of the exam guide and study the information related to those
topics. Documentation, Tip Sheets, and User Guides can also be accessed through Help &
Training. Documentation is also available in PDF format here.
Trailhead trails can be accessed here.
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SALESFORCE CERTIFIED MARKETING CLOUD CONSULTANT
SECTION 5. EXAM OUTLINE
The Salesforce Certified Marketing Cloud Consultant exam measures a candidate’s
knowledge and skills related to the following objectives. A candidate should have hands-on
experience with the Marketing Cloud Email application and demonstrate the knowledge and
expertise in each of the areas below.
DISCOVERY
 Provided with a set of business requirements, determine what additional
information is needed to design the recommended solution.
 Provided with a list of branding and creative strategies, probe for additional
information that is needed to recommend an appropriate solution.
Weighting
13%
 Provided a customer environment and goals, determine the viability of external
systems that need to be included in the solution (I.e. POS, CRM, ecommerce,
data warehouse, data source inputs).
 Demonstrate how to gather requirements in order to put together the data and
segmentation strategy for the customer (I.e. frequency, complexity, volume of
sending).
 Given a scenario that includes customer information about subscriber
acquisition, management, and attrition, utilize this information to select
solution components.
 Given a solution, recommend the appropriate customer skill sets required
to utilize the Marketing Cloud application.
CONCEPTUAL DESIGN
 Analyze customer data to determine the appropriate data model (I.e. List
model, Data Extensions).
 In a given scenario, determine appropriate solution for given requirements
considering technical expertise of personas (I.e. Automation Studio vs. Journey
Builder).
Weighting
12%
 In a given narrative data flow, select the correct data flow diagram that depicts
that data flow.
 In a given customer scenario, identify which User Stories are appropriate to use
for accessing Marketing Cloud.
 In a given customer scenario, determine factors to consider when scaling the
solution.
 Articulate how data construct will drive one-to-one messaging and content.
 Explain the purpose of IP Warming and make a recommendation based on
customer needs.
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SALESFORCE CERTIFIED MARKETING CLOUD CONSULTANT
MARKETING CLOUD CONNECT
 Understand the prerequisites to consider prior to starting a Marketing Cloud
Connect configuration (I.e. Salesforce edition, list of integration users, scope
user, administrator credentials).
 Understand how to send an email to a contact, lead, campaign, and report via
the Sales / Service Cloud and Marketing Cloud (I.e. sending, triggered,
automated).
Weighting
6%
 Understand how Sales / Service Cloud data in the Marketing Cloud can be
segmented.
ACCOUNT CONFIGURATION
 Given a customer scenario, recommend the appropriate Marketing Cloud role
based on User Stories.
 Determine which type of customer scenario warrants the creation of a business
unit (I.e. publication types, demographic, workflow processes, organizational
structure).
Weighting
10%
 In a given scenario, troubleshoot issues regarding Reply Mail Management.
 Analyze the impact of applying Sender Authentication Package (SAP) to a
business unit (I.e. link wrapping, Landing Pages, image URLs).
REPORTING
 Explain how the information in data views and tracking extracts are
accessed.
 Compare and contrast standard reports, data views, and tracking extracts.
Weighting
7%
 Summarize Send Logs including when/why to use it; how to create and
manage.
DATA DESIGN
 Explain the various data objects in the Marketing Cloud (I.e. data extensions,
list model, data retention model, publication lists, suppression lists).
 Understand available data types, retention and template options when building
a data extension.
Weighting
13%
 Understand how data is retrieved within a Relational Data Model (I.e. basic
SQL).
 Given a customer scenario, recommend appropriate import method with lists
or data extensions.
 Understand the implications of a system being database of record.
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SALESFORCE CERTIFIED MARKETING CLOUD CONSULTANT
AUTOMATION
 Given a customer scenario, select the appropriate workflow that meets the
business requirement (I.e. import, segmentation, email send).
 Compare and contrast triggered and scheduled interactions.
Weighting
8%
EMAIL BUILD
 Understand the required steps to build, test, and deploy an email based on
customer requirements.
 Explain the various ways to individualize email content (I.e. AMPscript,
personalization strings, Dynamic Content, Guide Template Language).
Weighting
6%
 Compare and contrast the ways to individualize content, such as: SSJS vs
AMPscript, Dynamic Content Wizard vs. AMPscript/LookupRows function.
 Explain various Marketing Cloud Email technologies (I.e. Link Alias tags,
Impression regions, Web Analytics Connector).
CONTACT BUILDER
 Explain the role and capabilities within Contact Builder.
 Understand how cardinality impacts data modeling.
 Summarize how to use Data Designer to incorporate data source into Contact
Builder.
Weighting
14%
 Given a customer scenario, know how to build an Attribute Group to be used
for a simple interaction.
JOURNEY BUILDER
 Compare and contrast automation tools, such as Journey Builder and
Automation Studio.
 Given a customer scenario that includes Journey Builder, evaluate the
requirements, activities, and steps.
 Explain the requirements for and the methods by which a contact can enter a
Journey.
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Weighting
11%
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SALESFORCE CERTIFIED MARKETING CLOUD CONSULTANT
SECTION 6. SAMPLE EXAM QUESTIONS
The following questions are representative of those on the Salesforce Certified Marketing
Cloud Consultant exam. These questions are not designed to test your readiness to
successfully complete the certification exam, but should be used to become familiar with the
types of questions on the exam. The actual exam questions may be more or less difficult
than this set of questions.
1. A customer has a group of inside Sales Cloud users that need to see tracking information
at the Contact or Lead level, but do not need to send.
Which two recommendations should the consultant advise?
Choose two answers
A.
B.
C.
D.
Each Sales Cloud user should have a Connected Marketing Cloud user.
View Tracking permissions should be enabled for the Sales Cloud user.
Select Marketing Cloud for AppExchange user.
Add the users to the ConnectedApp permission set.
2. A customer's marketing manager will use Social Pages to manage the company's
Facebook page.
Which role should the marketing manager have in the Marketing Cloud?
Choose one answer
A.
B.
C.
D.
Security Administrator
Channel Manager
Content Editor/Publisher
Viewer
3. A customer executes a large number of sends via Marketing Cloud Connect and is
concerned about API Limits. What should the consultant suggest to minimize the
impact of Marketing Cloud Connect on daily API limits?
Choose one answer
A. Filter target audiences based on mapped profile attributes to reduce Bulk API calls.
B. Upgrade the Marketing Cloud Account to ConnectedApp Authentication.
C. Use Synchronized Data Sources to sync object data into a Data Extension in the
Marketing Cloud.
D. Share Sales Cloud user licenses across Marketing Cloud users.
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SALESFORCE CERTIFIED MARKETING CLOUD CONSULTANT
SECTION 7. ANSWERS TO SAMPLE EXAM QUESTIONS
1. C, D
2. C
3. B
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SALESFORCE CERTIFIED MARKETING CLOUD CONSULTANT
SECTION 8. MAINTAINING A CERTIFICATION
One of the benefits of holding a Salesforce credential is always being up to date on new
product releases. Our release exams are designed to ensure you have the latest information
you need to be a successful Salesforce Certified expert.
Click here for information regarding requirements and cost to maintain your Salesforce
certification.
If you earned the Salesforce Certified Marketing Cloud Consultant credential on or
before March 23, 2017 you are required to pass the Salesforce Certified Marketing Cloud
Email Specialist – Spring ‘17 Release Exam. Click here for details about the release exam
objectives, number of questions, recommended preparation, and registration information.
AB O U T S ALES FO RCE UNI V ER SI T Y
Salesforce University offers a comprehensive catalog of courses and certifications to help you administer, develop, and use
your organization’s Salesforce environment. Whether you need a customized private course for your whole team or an indepth instructor-led classroom experience for one person, Salesforce University can help you take the next steps on your
journey to success. Contact us today to learn how we can help you get the most out of your Salesforce investment.
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